ONLINE TRAVEL AGENCY MARKETING STRATEGY: IMPLICATIONS FOR CONSUMER REPURCHASE DECISION
DOI:
https://doi.org/10.24034/j25485024.y2021.v5.i2.4664Keywords:
OTA, pemasaran, strategi, kepuasan, pembelian kembaliAbstract
ABSTRAK
OTA dan konsumsi masyarakat atas transaksi layanan online di Indonesia terus tumbuh. Pemasaran online paling banyak dilakukan oleh perusahaan perjalanan online untuk menarik pelanggan dan meningkatkan loyalitas pelanggan yang diantisipasi. Persaingan perjalanan online menjadi semakin ketat. Sehingga konsumen akan terus melakukan transaksi travel online kembali. Studi ini mengeksplorasi travel online yang signifikan di Indonesia yaitu Traveloka, penelitian ini menggunakan pendekatan kuantitatif dengan memanfaatkan data dari 100 responden dan menggunakan alat perangkat lunak Partial Least Square untuk menganalisa model. Temuan penelitian ini menjelaskan bahwa promosi pemasaran online berpengaruh signifikan terhadap pembelian Kembali, serta kepuasan pelanggan berhasil memediasi antara promosi pemasaran online terhadap pembelian kembali. Hasil ini memberikan bukti bahwa promosi pemasaran online sangat penting bagi pemasaran dan pertumbuhan bisnis perusahaan online seperti Traveloka. Selain itu, penting untuk mempertimbangkan kepuasan pelanggan sebagai variabel intervening baik secara langsung maupun sebagai variabel mediasi antara promosi pemasaran online dan pengambilan keputusan pembelian kembali memiliki pengaruh yang besar terhadap pembelian kembali konsumen. Nilai R square yang begitu tinggi antara hubungan antar variabel baik secara langsung maupun tidak langsung memberikan informasi bahwa kedua variabel tersebut mempengaruhi variabel keputusan pembelian kembali cukup besar sehingga pengusaha travel online khususnya Traveloka yang menjadi fokus penelitian ini perlu pertimbangkan permasalahan ini.
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